Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model. Compact and readable, this practical text offers the reader insights into: The globalisation phenomenon Partner relations And Strategic positioning in international markets.Solberg has also created a brand new companion website for the text, replete with additional materials and instructor resources. This functional study, complete with case studies that demonstrate how the theory translates to practice, is an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories.
Les mer
Table of ContentsPrefaceAcknowledgements Chapter 1 IntroductionPart I Developing Strategic Thrust in a Globalising WorldChapter 2 International Business Environment- from Local to Global MarketsChapter 3 The Internationalisation Process and Firm Resources Chapter 4 Strategy Development in International MarketsPart II Decisions in International MarketsChapter 5 Information for International Marketing DecisionsChapter 6 Market Selection and Market PortfolioChapter 7 Operation modes in International MarketsChapter 8 Partners in International MarketingChapter 9 Standardisation and Adaption of International MarketingChapter 10 Product Strategies in International MarketsChapter 11 Promotion Decisions in International Markets Chapter 12 Pricing Decisions in International MarketingPart III Planning and Organising the International Marketing EffortChapter 13 Planning the International Marketing EffortChapter 14 Organising the International Marketing Effort Chapter 15 Epilogue and Concluding Remarks
Les mer

Produktdetaljer

ISBN
9781138737389
Publisert
2017-11-30
Utgiver
Vendor
Routledge
Vekt
453 gr
Høyde
246 mm
Bredde
174 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
402

Biographical note

Carl Arthur Solberg is Professor Emeritus of Marketing at BI Norwegian Business School, Norway. Before joining academia, he worked for ten years in industry, as a Consultant at the Export Council of Norway and as a Market Researcher and Strategic Planner in the petrochemical industry in Norway.